Market Research and Consumer Insights

  1. Sampling and Data Collection
    1. Fundamentals of Sampling
      1. Population vs Sample
        1. The Sampling Frame
          1. Frame Construction
            1. Frame Errors
            2. Sampling Error vs Non-Sampling Error
              1. Sources of Error
                1. Minimizing Error
                  1. Error Calculation
                2. Probability Sampling Techniques
                  1. Simple Random Sampling
                    1. Selection Methods
                      1. Advantages and Disadvantages
                      2. Systematic Sampling
                        1. Sampling Interval
                          1. Starting Point Selection
                          2. Stratified Sampling
                            1. Proportional Allocation
                              1. Disproportional Allocation
                              2. Cluster Sampling
                                1. Single-Stage Clustering
                                  1. Multi-Stage Clustering
                                  2. Multi-Stage Sampling
                                    1. Complex Sampling Designs
                                      1. Weighting Procedures
                                    2. Non-Probability Sampling Techniques
                                      1. Convenience Sampling
                                        1. Applications and Limitations
                                        2. Judgmental Sampling
                                          1. Expert Selection
                                            1. Purposive Sampling
                                            2. Quota Sampling
                                              1. Quota Setting
                                                1. Control Variables
                                                2. Snowball Sampling
                                                  1. Network Sampling
                                                    1. Referral Chains
                                                  2. Determining Sample Size
                                                    1. Factors Affecting Sample Size
                                                      1. Population Size
                                                        1. Desired Confidence Level
                                                          1. Margin of Error
                                                            1. Population Variance
                                                            2. Sample Size Calculation Methods
                                                              1. Formula-Based Calculations
                                                                1. Power Analysis
                                                                  1. Practical Considerations
                                                                  2. Sample Size for Different Research Types
                                                                    1. Quantitative Studies
                                                                      1. Qualitative Studies
                                                                        1. Subgroup Analysis
                                                                      2. Instrument Design
                                                                        1. Questionnaire Design Principles
                                                                          1. Defining Research Objectives
                                                                            1. Question Development Process
                                                                              1. Questionnaire Structure
                                                                              2. Question Wording and Phrasing
                                                                                1. Clear and Unambiguous Language
                                                                                  1. Avoiding Leading Questions
                                                                                    1. Cultural Sensitivity
                                                                                    2. Types of Questions
                                                                                      1. Open-Ended Questions
                                                                                        1. Closed-Ended Questions
                                                                                          1. Multiple Choice Questions
                                                                                            1. Rating Questions
                                                                                            2. Scaling Techniques
                                                                                              1. Likert Scales
                                                                                                1. Semantic Differential Scales
                                                                                                  1. Stapel Scales
                                                                                                    1. Constant Sum Scales
                                                                                                      1. Rank Order Scales
                                                                                                      2. Question Sequencing and Flow
                                                                                                        1. Logical Progression
                                                                                                          1. Funnel Approach
                                                                                                            1. Screening Questions
                                                                                                            2. Pre-Testing and Piloting
                                                                                                              1. Cognitive Testing
                                                                                                                1. Pilot Study Design
                                                                                                                  1. Questionnaire Refinement
                                                                                                                  2. Qualitative Discussion Guide Design
                                                                                                                    1. Structuring the Conversation Flow
                                                                                                                      1. Developing Probing Questions
                                                                                                                        1. Use of Stimuli and Exercises
                                                                                                                          1. Flexibility and Adaptation During Fieldwork

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                                                                                                                      3. Research Design and Methodologies

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                                                                                                                      5. Data Analysis and Interpretation